The number of wall posts went up dramatically. FB private messages also went up. Email as a mode of communication fell in absolute terms, and far more as a % of communications. The chart below summarizes the differences between 2007 (blue) and 2008 (purple). (Note that the free gift and Facebook gift were both attached to FB wall posts)

Social networks have changed the dynamic – it isn’t enough to wish someone a happy birthday, but it is also important to be SEEN to wish someone a happy birthday. Equally, it is important to be SEEN to have a lot of people wish you a happy birthday too!

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